Basic rules for selecting a mark
A brand identity should clearly support business goals and objectives. Are there any basic rules to build a new brand? While selecting or creating a new mark one has to consider a wide range of issues that may be linked to factors such as the relevant languages, culturally determined meaning of colors, technical requirements for
Strengthening Brands through Industrial Designs
Attracting a consumer in a crowded marketplace is always a challenge, even for products based on market‐leading technology. The brand or mark plays an important role. But often it is the external appearance that may first catch the eye of a potential consumer. Good design often wins passionate brand loyalty as in the case of Apple’s iPod.
Creating Brands through Trademarks
In common usage, a ‘trademark’ is often referred to as a ‘brand.’ By enabling companies to differentiate themselves and their products from those of their competitors, ‘trademarks’, or simply ‘marks’, play a pivotal role in the marketing strategies of companies, contributing to the definition of the image and reputation of
The value of a brand
All of us are exposed to hundreds of trademarks everyday. These are seen on most products, on accompanying product literature, and on product packaging.
Auditing your IP
One way your SME may acquire a better position to capitalize on the potential benefits of its IP assets and extract their full value is by conducting an IP audit. Ideally, this should be done by professional IP auditors, but often a preliminary IP audit may be done within your company. This entails identifying, monitoring,
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